Timeless Women

To celebrate World Osteoporosis Day 2009, the Timeless Women campaign launched a new initiative: Timeless Moments, which was presented to European health and consumer journalists on 16 October. Campaign Ambassador Ursula Andress attended the event and spoke about her experiences of living with and managing osteoporosis.

In addition, experts in the field of osteoporosis, including the Timeless Women partners IOF and MWIA, came together to share their insights and experiences of the ’silent epidemic’. Dr Marianne Koch, German medical journalist and former actress (appearing in more than 65 films and hosting several TV and radio programs) moderated the event.

The basis for this new initiative was the Timeless Moments survey, which was undertaken to examine the health related conversations that daughters are having with their mothers. The survey, involving more than 1,400 daughters in five countries, revealed that the loss of their mother’s independence is the greatest fear for many daughters – yet most of them fail to discuss the impact of osteoporosis, the bone-weakening disease that is a major cause of disability and loss of independence among older women.

Timeless Moments aims to educate younger women about osteoporosis and encourage broader discussion, especially with their mothers, about ways to prevent and treat this condition.

The initiative also urges mothers and daughters to treasure special moments they enjoy together and to share them with other Timeless Women via this website. Anyone can upload a photo or description of their most precious mother-daughter memories.

To read more about the Timeless Moments survey, click here.

To see images and footage of the Timeless Moments event, click on one of the links below.

To download the press materials from this event, visit the media materials page.